Oral Care Market - Growth, Trends, COVID-19 Impact, and Forecast (2022 - 2027)

The oral care market is projected to register a CAGR of 6.32% during the forecast period, 2022-2027.

Among all personal care products, hand wash and oral care products witnessed major sales growth during the COVID-19 pandemic, while other skincare and beauty products faced a negative impact. Innovation in the sector further contributed to sales growth during 2020. For instance, Colgate-Palmolive reported strong growth across oral care for Q3 2020, owing to premium oral care innovations like Hum by Colgate, Colgate Optic White Renewal, and Colgate Optic White overnight teeth whitening pen.

The oral care market is highly impacted by product innovations carried out by the key players, along with huge investments in marketing and promotional activities to reach higher customer bases. However, lower consumer awareness about technological innovations is hindering the growth rate.

The market is dominated by Asia-Pacific due to the high population, followed by Europe and North America due to the increased preference for premium oral care products. The growing consumer preferences for electronic toothbrushes, mouthwashes, and dental floss in Western countries, like the United States, Germany, and the United Kingdom, are expected to drive the market.

Key Market Trends

Deterring Oral Health Among the Global Population is Popularizing Oral Care Products

The rapidly changing lifestyles and improper diets (including sugar-rich diets) and the increased consumption of alcohol and tobacco have made oral health one of the major public health problems in almost every part of the world. For instance, according to the World Health Organization, oral diseases pose a major issue for many countries and affect people throughout their lifetime, causing pain, discomfort, disfigurement, and even death. The Global Burden of Disease Study 2017 estimated that oral diseases affect close to 3.5 billion people worldwide, with caries of permanent teeth being the most common condition. Moreover, with the increased expenditure on oral healthcare, consumers worldwide have started taking preventive measures, thus increasing the demand for effective oral care products.

Asia-Pacific Emerged as the Largest Oral Care Market

Consumers of Asian countries such as China and Japan are well aware of oral health practices, and thus, the demand for oral care products is high in these countries. As per GlaxoSmithKline, the Japanese population has increased awareness about oral health. Japan's aging population and youth are highly concerned about their oral care, driving the demand for oral care products in the country.

Ayurvedic or natural ingredient products mainly drive the oral healthcare segment in India. All major companies in India sell Ayurvedic products. Consumers in Singapore are brand-conscious and would rather spend more to ensure the safety and efficacy of a product than look for economical options to maintain their oral care. In Australia, e-toothbrushes are perceived as efficient oral care products for all age groups and hold a significant share in the regional market. Owing to these factors, the Asia-Pacific market for oral care products is one of the largest worldwide.

Competitive Landscape

The oral care market is concentrated in nature, as most of the share is held by key players such as Colgate-Palmolive, Procter & Gamble, Unilever PLC, and GlaxoSmithKline PLC. However, the market also includes many regional players. The leading players in the market enjoy a dominant presence worldwide. These players focus on leveraging opportunities posed by emerging markets to expand their product portfolios to cater to the requirements for various applications, especially gum and plague issues and sensitivity or pain relief.

Additionally, partnerships with regional dental clinics and dental health associations proved beneficial for the players. For instance, Philips launched the BrushSmart Program in collaboration with the Delta Dental of California and its affiliates. The BrushSmart program is designed to enhance oral care by sharing the brushing behaviors of individuals with dental care professionals.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

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